You need to be a little crazy to succeed

Under his charge, Louis Vuitton has ventured beyond fashion into fine dining, hotels and, soon, beauty products

- Wong Kim Hoh

One pm, March 16, 2025. It is race day at the Australian Grand Prix 2025, and the excitement at Melbourne's iconic Albert Park Circuit is electric despite the rain and gusty winds. Fans, decked out in colourful raincoats and hooded ponchos, eagerly await the start, the anticipation palpable in every corner.

Stepping into Louis Vuitton's suite at the exclusive Formula One Paddock Club, Mr Pietro Beccari surveys the buzzing atmosphere with a satisfied smile. The chairman and chief executive of the French luxury house settles comfortably onto a plush sofa adorned with Louis Vuitton cushions, each retailing for more than $700.

He looks approvingly at the striking Louis Vuitton 2025 Grand Prix Trophy Trunk, displayed strategically next to the suite's entrance. Meticulously crafted in the brand's historic atelier in Asnieres in France, the trunk showcases the iconic LV monogram in brown and gold, accented by vivid green-and-gold checkerboard patterns that pay tribute to Australia.

It houses the winner's steering wheel, claimed later in the evening by McLaren's Lando Norris.

The room hums with excitement, champagne glasses clinking as bartenders craft endless cocktails and pour generous glasses of Moet & Chandon bubbly. After all, there is plenty of reason to celebrate.

Last October, Louis Vuitton's parent company LVMH - which boasts a portfolio of 75 luxury lifestyle brands including Tiffany, Dior, Tag Heuer and Moet & Chandon - signed a landmark 10-year global partnership with F1.

Louis Vuitton now holds the prestigious title sponsorship for the season opener in Melbourne - the Formula 1 Louis Vuitton Australian Grand Prix 2025 - with prominent brand signage visible everywhere around the tracks.

Exuding an energy both infectious and commanding, Mr Beccari, 56, took over as Louis Vuitton's global CEO two years ago, following transformative leadership roles at Fendi and Dior.